- Gen Z are the most investment curious generation, with 73% open to or already investing
- Over-55s are almost three times more likely than under-25s to feel investing isn’t for someone like them
- Gen X emerge as the least confident generation when it comes to investing, despite still having decades of investing runway ahead of them
- Brits delay their first investment until age 34 on average, but more than a quarter say before age 25 is when they wished they started
- NatWest launches new confidence building campaign with consumer finance champion Angellica Bell to help would-be first time investors take their first step
New research from NatWest has revealed a marked generational investment identity gap. 73% of Gen Z report they are either open to investing or already doing so, whereas over-55s are almost three times more likely than under-25s to feel investing isn’t for someone like them (14% vs 5%).
The data points to a particular challenge for Gen X, those now in their mid-forties to late fifties. Despite half of Gen X parents (49%) saying they feel more motivated to invest for their children's futures than for their own, they are the least confident of any age group when it comes to investing, despite having decades of investing runway ahead of them.
Similarly, the research points to a particular pressure point among Brits in their peak earning years. ONS data shows those in their forties earn more than any other age group, yet this is also the decade when the psychological barriers to investing are most entrenched and misconceptions around what it takes to start are particularly pronounced. Those aged 35-44 are the most likely to feel overwhelmed by investing and more than a quarter (27%) say they would feel more confident starting a new job than investing for the first time.
Seven in ten (71%) believe they need to reach certain life milestones before investing and they are more likely than any other age group to believe they need at least £10,000 in savings first. They also set the highest salary threshold of any cohort before they would feel comfortable investing, an average of £58,678.
Practical support could help close the gap. A quarter of Brits (25%) say a better understanding would help them start, while 17% say knowing they could begin with a small amount would make investing feel more accessible.
More broadly, the research found that mindset plays a key role in holding back would be investors. Fear of making a mistake is the most common emotional barrier, cited by 34% of respondents.
The findings reveal that the average age Brits make their first investment is 34, with more than a quarter (28%) wishing they had started before the age of 25, pointing to an almost decade long gap between when people feel they should begin and when they actually do.
The sense of missed opportunity builds over time. Guilt for not starting investing sooner is highest among those aged 25-34 (11%) and remains elevated before easing among over-55s (4%). The data suggests that this feeling peaks at a point when the runway for long-term investing remains significant, with decades still ahead for those in their 30s and 40s to benefit from starting.
NatWest commissioned the research to support a new campaign aimed at helping people tackle the confidence barriers that can make investing feel out of reach. Developed in partnership with TV presenter and consumer finance expert Angellica Bell, it launches amid a developing national conversation around how to encourage more people to invest.
This includes the recent launch of the government backed "Invest for the Future" initiative which aims to make investing feel more accessible to everyday savers and the introduction of Targeted Support, designed to help banks give customers more meaningful guidance on investing.
Aroma Khan, NatWest Investment Expert, said: "At a time when many people are carefully managing their money and thinking hard about their financial priorities, we understand that investing may not feel like the right step for everyone. But for those who are in a position to save, investing can still feel out of reach, either because it was never talked about growing up or because it seems like you need a certain level of knowledge or money to get started. That’s why we’ve launched this campaign: to help break down those perceptions and support people in understanding whether investing is right for them, at a pace that works for them.
"We want to help more people feel confident enough to explore that first step, if and when they’re ready. In reality, it’s often about starting small, for example through something like a Stocks and Shares ISA, building understanding over time and recognising that you don’t have to have everything figured out from day one. By making investing feel more accessible and achievable, we hope to support people in turning that initial curiosity into informed action."
To help people take that first step, NatWest has partnered with Angellica Bell, TV presenter, consumer finance expert and NatWest customer to help challenge what people might think they know about investing for the first time.
Angellica Bell said: "People often assume investing is something you need to have all figured out before you start, that you need the right salary, the right amount saved, or the right moment. But that's rarely how anything in life actually works.
"I've learned that in plenty of situations myself. Whether it was moving into a new role or picking up new skills later in life, the confidence came from doing it, not from waiting until everything felt perfectly in place. Investing doesn't have to be different. A small step is still a meaningful step, and you build from there."
Angellica Bell’s advice for those considering investing for the first time:
- Accept that nerves are natural - If it feels daunting, that doesn't mean it's a bad thing, it’s just what doing something new feels like. Confidence usually follows the first step, not the other way around.
- Stop waiting for the perfect moment - There’s always another milestone to hit, but the research shows that regret about not starting sooner is highest among people in their 30s and 40s. Start when you can, even a small step, and build from there.
- Focus on the ‘why’ - Make it real: what are you investing for? A clear goal turns a scary step into a purposeful one. Keep it practical, start with an amount you’re comfortable with, and learn as you go.
- Challenge the ‘not for me’ narrative - Everyone starts as a beginner. Investing isn’t for a certain type of person, it’s simply a way to build long‑term security and open up more choices later.
- Start smaller than you think you need to - Most people overestimate what it takes to begin. A small first step is still a first step, and it's one more than you've taken before.
Find out more about investing with NatWest and how to get started with a Stocks & Shares ISA: https://www.natwest.com/investments/stocks-and-shares-isa.html
Notes to editors
This online survey of 5,000 UK Adults was commissioned on behalf of NatWest and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 02/03/2026 and 06/03/2026. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.
This online survey of 10,000 UK Adults was commissioned on behalf of NatWest and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 15/12/2025 and 05/01/2026. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.
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